ASSIGNMENT

ON

“Integrated Marketing Communication of Coca Cola ”

SUBMITTED BY:SUBMITTED BY:

NILESHKUMAR D. SHUKLANILESHKUMAR D. SHUKLA

UNDER THE GUIDANCE OFUNDER THE GUIDANCE OF

Prof:- Prof:- KRUNAL SIRKRUNAL SIR

SAKET COLLEGE OF MANAGEMENTSAKET COLLEGE OF MANAGEMENT

KALYAN, MAHARASHTRA, INDIAKALYAN, MAHARASHTRA, INDIA

UNIVERSITY OF MUMBAIUNIVERSITY OF MUMBAI

(2013-2014) (2013-2014)

THE COCA COLA

IMC Tools

1. Advertising

4.Sales Promotion

6.Personal

Selling

5.Publicity/Public Relations

3.Interactive/Internet Marketing

2.Direct Marketing

AdvertisingAdvertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor.

Coca-Cola uses the concept of aggressive advertising to promote its products. Thus advertising is the most important marketing tool for the company as it has to cater mass consumer markets. They mainly does national advertising.

Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness.

Big names of Indian film industry mainly become the brand ambassadors of the Company. Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g. Thanda Matlab Cola-Cola Jo chaho ho jae Cola-

Cola enjoy Coca-Cola-Piyo sir utha ke Brrrrrrr!!!

Mediums Of AdvertisingThe mediums of advertising used by Coca-Cola are:

Print media:They print media for advertisement. Although very rare, they have a separate department for print media.

Point Of Sale Materials:

Point of sale material this includes: Posters and Stickers display in the stores and in different areas. It also includes:

Vizi cooler

Freezers

Display racks

T.V CommercialsAs everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.

It focuses on both the urban as well as the rural India with its advertisements.

In the summer of 2011, Coca-Cola introduced the new Brrrrr!! Ad and featured Imran Khan as the brand ambassador.

Outdoor AdvertisingCoca cola is very much conscious about their billboards and hoardings. They have so many sites in different locations for their billboards.

Billboards are usually found at cross roads, buildings, shops.

Also in India the Coca-cola can be seen painted on walls, bus stands, dhaba’s etc focusing in rural areas if India.

Direct MarketingCoca-Cola uses direct marketing in many ways. First, the company partners with various restaurants, movie theaters, etc. to carry its product.

This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. Ex. McDonalds. 

According to mobilemarketingmagazine.com, Coke uses mobile graphics and texts to appeal to markets on a more personal level.

Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc.

Interactive/Internet Marketing

Coca-Cola uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community.

 Also in the modern era of communication and networking, the company uses various social

networking sites like Facebook, YouTube, Twitter to connect with the consumers.

The internet marketing thus helps to reach to those consumers who cant afford to spend time on T.V and are always online.

Sales PromotionA sales promotion is an activity that is implemented to boost the sales of a product or service temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales.  

1. Consumer - Oriented sales promotion:

Getting Shelves

Eye Catching Position

Under The Crown Scheme

2. Trade - Oriented sales promotion:

Discounts to retailers and stores

Return back allowances

Merchandising assets Free goods or free tours.

Publicity/Public RelationsPublicity refers to non personal communications regarding an organization, product, service or idea not directly paid or run under identified sponsorship.

Today, the company can still use word of mouth advantage. For instance, when Coke produces a new product, and someone on their lunch break purchases that new product, and enjoys it, they will tell others in the office about how great the new product is. This will cause others to purchase the product, and in-turn increase sales.

Public relations is defined as “the management function which evaluates public attitudes, identifies the policies and procedures of an individual and organization with public interest, and executes a program of action to earn public understanding and acceptance”.

Coca-Cola can address law suits, rumors, stories, new products, and activities. There is also a section of the website devoted to investors. Here, current, or future, investors can access financial statements and up-to-the-minute stock information.

Publicity/Public RelationsThe Coca-Cola India is also undertaking some projects as a part of their social cause and part of the corporate social responsibility.

The support my school campaign along with NDTV has Sachin Tendulkar as the brand ambassador.

The project Unnati focuses on more yield of mangoes to farmers.

Coca Cola also Sponsors events in cricket and music.

Personal SellingCoca-Cola has many salespeople, who are individuals representing the company to communicate, sell, service, and build relationships with customers.

These salespeople promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week.

These individuals form close relationships with the customers in order to continue business with them.

Thus though minimum, the company also thus have many sales people for personal selling.